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1 media trends 2015 How we consume newspapers, magazines, TV, radio & digital content Copyright 2015 The Nielsen Company 1
2 Home Technology % of households TV SET SKY SUBSCRIPTION PVR INTERNET/SMART TV PC IN HOME SMARTPHONE TABLET/IPAD APPLE TV DVD PLAYER/RECORDER GAMING CONSOLE EBOOK READER Source: Nielsen Consumer and Media Insights - to 2014 Base: Main Household Shopper (used as proxy for household) 2 media trends 2015
3 EACH WEEK 2.8 million New Zealanders 15+ READ A NEWSPAPER Copyright 2015 The Nielsen Company 3
4 OF NEW ZEALANDERS READ A 79% NEWSPAPER ACROSS A WEEK 56% 62% 19% Daily Community Sunday 4 media trends 2015
5 The way we read news is changing Print readership is less frequent Number of daily newspaper issues read per week 23% 5% 2% 4% 8% YEAR END Q % 44% 31% YEAR END Q % 6% 3% 5% 9% 15% None THREE Six+ One Four TWO Five Source: Nielsen Consumer and Media Insights Q1-Q & 2014 Base: All People 15+ Copyright 2015 The Nielsen Company 5
6 Online news reading continues to grow Increased consistently since 2008 Online reading of news stories and content in the last month 47% 52% 54% 40% 31% 35% 25% Source: Nielsen Consumer and Media Insights Q1-Q Base: All People 10+ NEWS 2.3MILLION access current events and global news Source: Nielsen Online Ratings Monthly Unique Audience * Includes websites visitation; exclude mobile apps 6 media trends 2015
7 reach increases through digital platforms Weekly Newspaper audiences (000s) 1,425 1, , ,212 1, ONLINE ONLY BOTH PRINT AND ONLINE PRINT ONLY Print: Weekly reading of metropolitan newspapers (The New Zealand Herald, Dominion Press, The Press, Otago Daily Times, Waikato Times); Online: Weekly visits to nzherald.co.nz, stuff.co.nz, dompost.co.nz, odt.co.nz, the press.co.nz, waikatotimes.co.nz Source: Nielsen Consumer and Media Insights Q1-Q Base: All People 10+ Reading behaviour varies by region Metropolitan Rest of NZ 54% 60% Print 50% 32% DIGITAL 75% 72% Both **Combined = Every Daily Weekly Coverage + visit publishers website At least once a day, several times a day or at least once a week Source: Nielsen Consumer and Media Insights Q1-Q Base: All People 15+ Metropolitan areas include Auckland, Hamilton, Wellington, Christchurch and Dunedin Copyright 2015 The Nielsen Company 7
8 3.1 MILLION New Zealanders read at least one Magazine in its issue period 8 media trends 2015
9 The top 10 magazine titles reach 2,483,000 PEOPLE AA Directions NZ Woman s Weekly SKYWATCH Woman s Day The Australian Women s Weekly Hunting & Fishing NZ House & Garden THE TV GUIDE Healthy Food Guide Cuisine Top 10 consumer magazine titles; AIR Source: Nielsen Consumer and Media Insights Q1-Q Base: All People 10+ engagement WITH MAGAZINES remains high 57% read four-outof-four issues And spend 46 minutes reading a magazine Source: Nielsen Consumer and Media Insights Q1-Q Base: All People 10+ Copyright 2015 The Nielsen Company 9
10 PRIMARY READERS SPEND LONGER READING 79Minutes average time spent reading a magazine by Primary Readers Source: Nielsen Consumer and Media Insights Q1-Q & 2014 Base: All People 10+ Nearly a quarter have read magazine CONTENT online In the last month, 808,000 New Zealanders read magazine content online Source: Nielsen CMI Q1 Q media trends 2015
11 Most content is being read on a website on a website 72% on a social media site 42% through an App 25% in an newsletter 17% digital edition of the magazine 15% ACCESSED VIA DESKTOP/LAPTOP, SMARTPHONE OR TABLET Source: Nielsen CMI Q1 Q4 14 Copyright 2015 The Nielsen Company 11
12 2.7 million New Zealanders aged 15+ listened to radio in an average week 12 media trends 2015
13 2014 follows a similar listening pattern 1800 A Radio Weekday 6am-12am, pm 5pm 2011 late night listening am 12am 1800 A Radio Weekday 6am-12am, pm 5pm am 12am 06:00-06:15 06:30-06:45 07:00-07:15 07:30-07:45 08:00-08:15 08:30-08:45 09:00-09:15 09:30-09:45 10:00-10:15 10:30-10:45 11:00-11:15 11:30-11:45 12:00-12:15 12:30-12:45 13:00-13:15 13:30-13:45 14:00-14:15 14:30-14:45 15:00-15:15 15:30-15:45 16:00-16:15 16:30-16:45 17:00-17:15 17:30-17:45 18:00-18:15 18:30-18:45 19:00-19:15 19:30-19:45 20:00-20:15 20:30-20:45 21:00-21:15 21:30-21:45 22:00-22:15 22:30-22:45 23:00-23:15 23:30-23:45 06:00-06:15 06:30-06:45 07:00-07:15 07:30-07:45 08:00-08:15 08:30-08:45 09:00-09:15 09:30-09:45 10:00-10:15 10:30-10:45 11:00-11:15 11:30-11:45 12:00-12:15 12:30-12:45 13:00-13:15 13:30-13:45 14:00-14:15 14:30-14:45 15:00-15:15 15:30-15:45 16:00-16:15 16:30-16:45 17:00-17:15 17:30-17:45 18:00-18:15 18:30-18:45 19:00-19:15 19:30-19:45 20:00-20:15 20:30-20:45 21:00-21:15 21:30-21:45 22:00-22:15 22:30-22:45 23:00-23:15 23:30-23: Source: All New Zealand Radio Survey Nationwide 40 week rolling full year qtr Nielsen Monday-Sunday 12mn-12mn Base: All People 15+ Average Audience (000 s) by Quarter Hour Copyright 2015 The Nielsen Company 13
14 Morning listening prevails A Radio Weekday, Saturday & Sunday 6am-12am pm 5pm 600 6am am :00-06:15 06:30-06:45 07:00-07:15 07:30-07:45 08:00-08:15 08:30-08:45 09:00-09:15 09:30-09:45 10:00-10:15 10:30-10:45 11:00-11:15 11:30-11:45 12:00-12:15 12:30-12:45 13:00-13:15 13:30-13:45 14:00-14:15 14:30-14:45 15:00-15:15 15:30-15:45 16:00-16:15 16:30-16:45 17:00-17:15 17:30-17:45 18:00-18:15 18:30-18:45 19:00-19:15 19:30-19:45 20:00-20:15 20:30-20:45 21:00-21:15 21:30-21:45 22:00-22:15 22:30-22:45 23:00-23:15 23:30-23:45 MON-FRI SAT SUN Source: All New Zealand Radio Survey Nationwide 40 week rolling full year qtr Nielsen Monday-Sunday 12mn-12mn Base: All People 15+ Average Audience (000 s) by Quarter Hour 14 media trends 2015
15 top 10 radio stations Ranked by 2014 share percentage NEWS AND INFORMATION Radio New Zealand National Newstalk ZB % CHANGE FROM % -13% The Rock FM -9% Coast The Sound -1% +9% HITS, CLASSIC, EASY LISTENING MUSIC The Hits The Edge FM ZM More FM The Breeze -3% -3% +3% -10% -2% Source: All New Zealand Radio Survey Nationwide 40 week rolling full year qtr , 2010 Nielsen Monday-Sunday 12am-12am Copyright 2015 The Nielsen Company 15
16 35-54 year olds have the most varied listening Station Breakdown by Age, Top 10 Stations by Share NEWSTALK ZB NATIONAL THE ROCK COAST THE SOUND THE EDGE CLASSIC HITS THE BREEZE ZM MORE FM OTHER STATIONS ALL PEOPLE YEARS YEARS YEARS YEARS YEARS 65+ YEARS Source: All New Zealand Radio Survey Nationwide 40 week rolling full year qtr Nielsen Monday-Sunday 12mn-12mn Base: All People 15+ Share % ranked by media trends 2015
17 RADIO ONLINE capturing growing audience TOP RADIO SITES (BRANDS) AVERAGE UNIQUE AUDIENCE % CHANGE Radio New Zealand National 158,000 57% ZM 143,000 41% The Edge 142,000 33% Newstalk ZB 118,000 30% The Hits 99,000 52% Source: Nielsen Online Ratings Average Monthly Unique Audience Ranked by 2014 Includes websites visitation; exclude mobile apps Copyright 2015 The Nielsen Company 17
18 3.6 million New Zealanders aged 5+ watch television in a typical week 18 media trends 2015
19 WE spend more than THREE hours PER day watching TV MINS AVERAGE DAILY TIME SPENT VIEWING PEAK (18:00-22:29) OFF-PEAK (22:30-17:59) Source: Nielsen Television Audience Measurement Base: All People 5+ Copyright 2015 The Nielsen Company 19
20 New Zealanders under 40 spending less time watching via TV sets TV time for over 40 year olds remains relatively constant AVERAGE TIME SPENT VIEWING (MINS) PER DAY UNDER 40 OVER 40 Source: Nielsen Television Audience Measurement Base: All People 5-39 years, All People 40+ years Lower television viewing levels in Auckland AVERAGE TIME SPENT VIEWING (MINS) PER DAY AUCKLAND OUTSIDE AUCKLAND Source: Nielsen Television Audience Measurement Base: All People media trends 2015
21 Top 10 peak Programmes in 2014 RANK PROGRAMME CHANNEL* AUD% EPS 1 One News TVOne Highway Cops TVOne Sunday(PM) TVOne Fair Go TVOne Hyundai Country Calendar TVOne The World s Oddest Animal Couples TVOne Fair Go Ad Awards 2014 TVOne Border Security TVOne The Force TVOne Border Security International TVOne One News has retained the same rating of 15.6% in the last 3 years Source: Nielsen Television Audience Measurement Base: All People 5+ ; Average combined episodes - 1 January to 31 December; 6pm 10:30pm * = TVOne and TVOne Plus 1 Copyright 2015 The Nielsen Company 21
22 Channel fragmentation continues TV1* TV2* TV3* FOUR* PRIME MAORI TV CHOICE TV SKY MOVIES** SKY SPORT 1, 2, 3, 4 THE BOX VIBE, JONES!, CRIME & INVESTIGATION OTHER SKY CHANNELS OTHER CHANNELS Source: Nielsen Television Audience Measurement Base: All People 5+, 1 January to 31 December 2014, Peak (6pm to 10:30pm) TVOne*, TV2*, TV3 *, FOUR* = Parent channel + Plus 1 Channel, Sky Movies** = includes Sky Movies Premiere, Extra and Greats All Day Viewing Peak Viewing 5+ 6% 9% 8% 12% WITH PVR 7% 11% 9% 15% 16% 18% 20% 22% Growing proportion of viewing is TIME-SHIFTED with PVR 17% 22% 22% 28% Source: Nielsen Television Audience Measurement Shown as % of total viewing audience 22 media trends 2015
23 Top 10 TIME SHIFTED Programmes RANK PROGRAMME CHANNEL* AUD% EPS 1 Despicable Me TV Nigel Latta TVOne Broadchurch TVOne A Place to Call Home TVOne Gloriavale A World Apart TV Toy Story That Time Forgot TV The Blacklist TV Red Widow TVOne Hop TV Resurrection TV Source: Nielsen Television Audience Measurement Base: All People 5+; Average combined episodes - 1 January to 31 December 2014; 2am-2am * = TVOne, TV2 and TV3 (Parent channel) with + Plus 1 Channel Copyright 2015 The Nielsen Company 23
24 TV Screens in the Household are changing Digital switch over Dec NONE ONE TWO THREE + Source: Nielsen Consumer and Media Insights Q1-Q Base: 15+ Years 24 media trends 2015
25 TV screens in decline, other screens increase Average number of screens per NZ household TV OTHERS DEVICES Other devices mobile phones, tablets and book readers Source: Nielsen Consumer and Media Insights Q1-Q4 2011; 2013; 2014 Base: Main Household Shopper 3.7M new Zealanders watch TV content 72% 4% only watch via a TV set only watch TV online 20% both Source: Multi Screen Report 2015; Nielsen Consumer Media Insights Q2-Q3 2014, All People 10+ TV Content: includes broadcast TV, shows or movies downloaded or streamed from the Internet Copyright 2015 The Nielsen Company 25
26 More people are dual screening while watching television 33% 20% 26% Source: Nielsen Consumer and Media Insights Q1-Q Base: Devices used to access the internet while watching TV Tv screen use is becoming more diverse Average number of screens per NZ household 15.6% 15.6% 15.7% 15.9% TARGET AUDIENCE RATING POINT 2.0% 2.6% 3.0% 3.1% 0.4% 0.5% 0.6% 0.6% 13.2% 12.5% 12.2% 12.2% Q1-Q Q1-Q Q1-Q Q3-Q LIVE VIEWING/OVERNIGHTS TIME SHIFT OTHER TV SCREEN USAGE* Source: Multi Screen Report 2015; Nielsen Television Audience Measurement, All day audience rating total people *Other TV screen usage examples include gaming, viewing internet-delivered services and browsing, or watching time-shifted television they have recorded beyond seven days from original broadcast. i.e. when people use their TV screens for purposes other than watching live or time-shifted broadcast television. 26 media trends 2015
27 3.3 million new Zealanders used the internet in the last week Copyright 2015 The Nielsen Company 27
28 PEOPLE HOURS PAGE VIEWS SESSIONS 3.6M 28 1, Source: Nielsen Online Ratings November 2014 Average per person per month 1 Google 2 Facebook 3 YouTube 4 5 MSN Trade Me Top 10 VISITED online brands 8 6 Yahoo! 7 Microsoft Stuff.co.nz 9 New Zealand Government 10 Wikipedia Source: Nielsen Online Ratings Average Monthly Unique Audience media trends 2015
29 Top 20 GROWTH BRANDS For sites with a monthly Unique Audience greater than 300,000 1 Fishpond +53% 8 Radio Network 15 Stuff.co.nz 2 Pinterest 9 BBC 16 Inland Revenue 3 3 News 10 Air NZ 17 Metservice 4 AOL Media Network 11 The Warehouse 18 Noel Leeming 5 nzherald.co.nz 12 ASB 19 NZ Government 6 LinkedIn 13 White Pages 20 ebay +12% 7 About.com 14 AA Source: Nielsen Online Ratings Average Monthly Unique Audience 2013 & 2014 *nzherald.co.nz mobile site correction was applied April 2014 Growth ranges from 12% to 53% For sites with a monthly Unique Audience between 100,000 and 300,000 1 BuzzFeed +78% 8 Expedia 15 Otago Daily Times 2 Mitre 10 9 The Guardian 16 Upworthy 3 Priceline.com 10 Farmers 17 PriceSpy 4 King 11 Briscoes 18 Timeanddate.com 5 Smh.com.au 12 Trip Adviser 19 The Telegraph 6 Radio NZ National 13 Realestate.co.nz 20 New World +25% 7 Mail Chimp 14 Consumer.org Source: Nielsen Online Ratings Average Monthly Unique Audience 2013 & 2014 Growth ranges from 25% to 78% Copyright 2015 The Nielsen Company 29
30 Growth drivers NEWS INFORMATIOn SHOPPING TRAVEL SHARING CONSUMER Source: Nielsen Online Ratings Average Monthly Unique Audience 2013 & media trends 2015
31 2.8 million NEW ZEALANDERS VISIT A SOCIAL MEDIA SITE IN AN AVERAGE MONTH Copyright 2015 The Nielsen Company 31
32 Social media website visitation stable Pinterest and LinkedIn have the greatest growth FACEBOOK is still 88% social media #1 website of New Zealanders who visit a social media site also visit Facebook +34% PINTEREST +28% LINKEDIN Source: Nielsen Online Ratings Average Monthly Unique Audience * Includes websites visitation; exclude mobile apps 32 media trends 2015
33 47% GROWTH IN TABLET OWNERSHIP Copyright 2015 The Nielsen Company 33
34 SMARTPHONE 2.2M TABLET 1.1M rapid increase of tablet ownership use +24% own +47% Source: Nielsen Consumer and Media Insights Q1-Q vs. Q1-Q Base: All People 10+ Over half of new Zealanders use a Smartphone to access the internet 75% 51% 74% 38% LAPTOP/ DESKTOP SMARTPHONE % 21% TABLET Source: Nielsen Consumer and Media Insights Q1-Q Base: All People 10+ who have used the Internet in the last 7 Days (3,335,000) (Categories in this figure are not mutually exclusive: multiple answers) the mobile only home continues to grow 2X 35% of New Zealanders homes now have no landline phone. This has increased by 20% YOY year olds Are almost twice as likely to only have a mobile phone Source: Nielsen Consumer and Media Insights Q1-Q Base: All People media trends 2015
35 Rise of Pay TV DIGITAL AND INTERNET REVOLUTION 1990 s DVD PVR VOD Smartphones Tablets Internet Capable TV SVod App Driven digital world 2012 & BEYOND HbbTV Copyright 2015 The Nielsen Company 35
36 MORE OPTIONS MORE CONTENT 36 media trends 2015
37 About Nielsen Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content video, audio and text is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world s population. For more information, visit Copyright 2015 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 15/8764 Copyright 2015 The Nielsen Company 37
38 38 media trends 2015
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